IMPACT OF SALE PROMOTION TECHNIQUES ON CONSUMERS’ IMPULSE BUYING BEHAVIOUR TOWARDS APPARELS AT BANGALORE

Sales promotion, which is one of the key elements of promotional mix, is being used widely by the marketers to compete and sustain the competitive advantage and in turn increase the sales by stimulating the consumers’ purchase decision. This present research work has made an effort to identify the various sales promotion techniques and the order by which they influence the consumers’ decision making towards apparels. Five important sales promotion techniques namely, Rebate & Discount offer, Coupon, Loyalty Programs, Price Packs and Contests are considered in this research. A self-administered questionnaire is prepared and total of 110 respondents are interviewed with it. Using the SPSS tool, the collected data is analyzed and it is found that Rebates & Discount offer and Loyalty programs have significant relationships towards the impulse buying behavior at Bangalore.